Many firms are aware of the advertising potential of giving away promotional gifts.Such offerings can result in positive comments being spread by word of mouth and this can drum up additional custom in the future.
Meanwhile, those who receive the promotional items serve as walking and talking advertisements for the companies that have handed the offerings out
For example, when T-shirts are given away, those who don the items are effectively mobile billboards for the firm.
One company to show it knows the value of promotional gifts recently was American drugstore chain Walgreens.
According to a report in the Oakland Local blog, an event took place in October to celebrate the opening of a new retail outlet.
During the occasion, which was open to everyone in Oakland who had the time to spare, a number of promotional gifts were dispensed.
Lasting for five hours, the event was attended by general manager of the new branch Michael Beamer, among other people.
As well as the handing out of promotional items, there was also a ribbon cutting ceremony, health screenings and a spinning wheel of giveaways.
Walgreens is one of the largest drugstore chains in the US and it operates in excess of 7,541 retail outlets. Indeed, it has a presence in all 50 states in the country.
It also has operations in Columbia and Puerto Rico.
The business has expanded considerably since its foundation at the turn of the 20th century, showing considerable ability to adapt to market conditions.
Originally, it was set up in Chicago, Illinois, but it now has its headquarters in the nearby suburb of Deerfield.
Along with many other enterprises at present, it may well be suffering the ill-effects of the downturn. One way in which firms can help themselves is to maintain investment in marketing.